| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 104 === The life insurance industry in Taiwan has developed over 50 years. According to the statistics of Life Insurance Association, the ratio of having life insurance coverage in Taiwanese market was over 231% in 2015, and Taiwan has also the highest insurance density around the world. In other words, life insurance has gradually become part of necessities in Taiwan. By contrast, though Vietnam government announced the opening of life insurance for international investment from 1993, the life insurance industry has not been developed quickly. The aims of this thesis are to find out the causal paths among personality traits, risk perception and life insurance, and choice behavior between Taiwanese and Vietnamese market. The interactive effects of advertisement appeals are also used to identify similarities and differences between these two countries.
The factorial design and pretest-posttest control group design were used to examine research questions. The 299 valid Taiwanese and 295 valid Vietnamese were recruited via online questionnaire. Regression analysis was used to identify the causal paths among variables, and ANOVA was applied to analyze the interactive effects between variables.
Finding indicated that the factor of risk perception significantly affects the choice of consumers, and this phenomenon is stronger than the influence of personality traits, especially in Vietnamese participants. Results also suggested that a rational advertisement appeal is more appropriate for mature markets than emotional appeal. In contrast, for emerging markets, the effects of emotional appeals would be better than a rational appeal. Furthermore, income level is also one of key factors to vary choice behavior.
The outcomes of this research provide several empirical suggestions to marketers. Applying different advertisement appeals would assist marketers to gain an advantageous position in entering international markets. Moreover, the present outcomes suggest that knowing what influences a consumer’s likelihood of accepting an insurance product is extremely valuable for the successful promotion and implementation of the product.
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